‘Every little helps’: Dell’s EU market

2 Jan 2008

Shoppers will be able to pick up a Dell laptop when they pop down to their local Tesco for the bread and milk from this Friday as the once ‘direct-to-customer’ computer firm further expands its retail presence in Europe.

This breakaway from selling its products directly to the customer through the Dell website has been ongoing for awhile but it was only recently the company targeted its European customers in this new fashion, making a deal with DSGi, the parent company of Dixons, Currys and PC World, to begin sales through these outlets early this month.

The agreement with retail chain Tesco means that not only consumers in the UK and Ireland but also in Poland, Slovakia and the Czech Republic will be able to buy Dell products this way.

Both the XPS and Inspiron product lines will be available.

“With over 13m customers per week shopping at Tesco’s stores, this deal will result in substantial exposure for Dell’s brand and products”, said Mark Ormerod, vice president and general manager, consumer business for Dell’s Europe, Middle East and Africa operations.

“Customers like to experience technology first hand and can now purchase Dell’s award-winning products in a Tesco store convenient to them.”

Following Michael Dell’s return to the position of CEO almost a year ago the company made a major push into the consumer retail channel beginning in May 2007 when it signed a deal with US retail chain Wal-Mart to distribute two new desktop models in both the US and Puerto Rico.

Previously, the Texas-based firm only had a commercial presence through its Dell Direct stores in the US which offered customers product demonstrations and advice. However, orders still had to be placed over the phone or web and delivered at a later date.

By Marie Boran